How people use search engines
In this lesson, you will learn a lot of information and points about user interaction with the search engine. Which will help you to make appropriate adjustments to your site, in order to be more compatible with the visitors and their nature.
How does the user perform a search on the search engine?
There is a set of steps or stages that the user goes through, until he reaches your site through his search on a search engine.
Understanding these stages or steps will help you a lot in improving search engines, as the logo of search engines is always user satisfaction, and your understanding of the user and how they search will hurt you no doubt in satisfying it, which in turn is in the interest of your site with search engines.
These are the stages of the search engines users go through:
1: The need realization phase
At this point, the user realizes that he needs me: answering a question, solving a problem, viewing a specific piece of information, or buying a good or service. He decides that he will use the Google search engine, for example, to meet this need.
Need is the first step that search engine users go through, and this is also the first step in which every successful SEO strategy begins.
Understanding the user’s need in a profound and complete manner is the real opening of your success in getting your site to the first page in Google.
You always have to look at your site from the point of view of satisfying the user’s need and satisfaction.
2: the stage of formulating the research word or sentence
At this point, the user begins to formulate a research word or phrase to express what he or she wants. Of course, the word or sentence that the user chooses to conduct the search process depends on some factors, including:
Does the user use colloquial or formal language? Does the user use his or her mother tongue or English?
The extent of user culture and knowledge about the research topic
The more ignorant the user is about the research topic, the more general words or very short phrases he uses. On the contrary, the more the user is aware of the research topic, the more long and somewhat complicated research phrases will be used. This is because he wants more specialized results.
3: The stage of entering the search word and performing the search
At this point, the user types the word or query (Query) in the search engine, and presses the search button, waiting for the results that the search engine brings.
The search results appear in front of the user in a split second, because the search engines give speed to showing the results a very special importance. (The search engine user tests the speed in showing results, so he expects them to click on any result)
It is worth noting here that entering research words has not only been limited to writing. The share of voice searches has been constantly growing and increasing.
4: Browse the search results stage
At this stage, the user browses the search results in a hurry, to reach a search result that matches with what he needs.
This stage enters many factors and variables, which strongly influence the way we understand how the user interacts with the search results.
Here are some notes and points on how the user interacts with the search results:
The user urgently checks the title of the initial results, in order to reach the most appropriate result, and some users also examine the description of the results.
Almost with every search, there are advertising results that appear above the original search results, and this over time made the user pay more attention to the results of the lower search.
The search results page goes beyond being a page with a list of results, but there are other components with it, including the Quick Answers box, which contains answers that come directly from Google.
There is also an information rectangle, which appears when writing a search word related to something or a famous person, and contains information about that thing.
5: the stage of some visit results
At this stage, the user visits some of the results, which he thinks have something to do with what he is looking for, and checks whether the content matches what he really wants or not.
The more aware and experienced a user is in the search, the greater the possibility to browse a greater number of search results.
There is a relationship between the time a user spends visiting search results. And between the nature of the search process, the nature of the search word, the user’s intent and purpose from the search process on the other side.
6: Back stage for search results
In the event that the user does not find what he specifically wants in the search results pages he has visited, he will return again to the search results page, trying to find another result to achieve his need, at this point he may move to the next page in the search results.
7: the stage of formulating the research sentence in another way
If the user gets what he wants, then the search process has ended. If he is not completely satisfied, he will try to use other research words, or do a reformulation of his research sentence in another way.
And perhaps this stage is repeated more than once, until the user finds a page or webpages that make him feel satisfied and fulfill his need.
Types of searches performed by the user of search engines
Research operations that are intended for a specific site (Go Queries)
In this case, the user types the name of the site they want to visit, directly into the search engine.
Most Internet users do not write the domain name they want to go to in the browser.
Instead, they just write the name of the site even if inaccurately, confident that the search engine knows very well the way they want to go.
Example of Go Queries: YouTube
Research Operations for Know Queries
This type of research process is for the purpose of obtaining specific information, or a specific idea that the user wants to know.
These searches are the most expensive, as the user wants to do a certain thing, such as: buying a product or subscribing to a service.
Example of Do Querie: buy iPhone 6 Plus
Some statistics for users of search engines
From 70% to 80% of search engine users ignore search results ads, prefer natural results.
50% of the research terms used consist of 4 words or more.
21% of search engine users click on more than one result.
60% of search engine visits go to the first three search results, and only the first result gets 18% of the visits.
75% of search engine users never go to the second page of search results.
50% of search engine users tend to click on search results from sites or brands they already know.
The users of search engines (Google in particular) are constantly growing from year to year